Ad Council – Bullying Prevention

Print and Outdoor Campaign

Info

Ad Council came to us wanting to confront bullying from a new angle. They brought a key insight to the table: until now, bullying prevention PSAs have generally spoken directly to children. They thought it was time we create a new type of campaign and start speaking directly to parents. They, in turn, should take responsibility for educating their kids about bullying.

Our answer was to bully parents. We created a series of print, outdoor, and guerrilla ads with bold type shouting offensive phrases. The insults would get parent's attention, then a small sign-off at the bottom of the ad would convey a more positive message about educating kids about bullying.

The ads also drove to a section of the Ad Council website where parents could get tips on how to start the conversation.